Boxing Ireland: Built Different and Built for the Future
Boxing in Ireland woke up this morning to a new look and a new name, with the Irish Athletic Boxing Association officially becoming Boxing Ireland, marking a significant moment in the sport’s 115-year history.
More than a rebrand, the move signals a decisive step into a new era of visibility, engagement and commercial ambition for Ireland’s most successful Olympic sport.
The transition to Boxing Ireland represents a deliberate shift in how the sport presents itself to the world. It is rooted in pride of place, respect for heritage and a clear articulation of purpose.
Boxing Ireland is designed to reflect what boxing has always been in Ireland: a sport that builds character, discipline and resilience, that changes lives and uplifts communities, and that consistently delivers excellence on the world stage.
At the heart of the new identity is a simple but powerful idea: boxers, and boxing, are Built Different. It is a statement that resonates from grassroots clubs to Olympic podiums, capturing both the lived reality of the sport and its unique social impact across Irish communities.
Manifesto
The launch is accompanied by a manifesto and a keynote video introducing Boxing Ireland and the meaning behind the rebrand.
Featuring double Olympic champion Kellie Harrington, international boxer James Whelan, and underage European champions Kristian Jubani and Roisin Hegarty, the piece is voiced by multi-award-winning actor Liam Neeson.
Before Hollywood, Neeson was himself a champion boxer, contesting for All Saints ABC in Ballymena. He boxed twice at the National Stadium, ironically in one bout against a fellow fighter named Michael Collins, the other version of which he played in the movie of the same name.
The story of how his involvement came about is covered in today’s Sport for Business podcast in an interview with Boxing Ireland CEO Gary Stewart and Branding Sport founder Paddy Murphy.
The video sets the tone for what Boxing Ireland aims to become and is well worth a watch.
Honouring the Past, Empowering the Present
Boxing Ireland CEO Gary Stewart said the new identity has been carefully designed to balance respect for tradition with future ambition.
“Boxing Ireland is a brand built to honour the past, empower the present and really put our purpose as a community front and centre,” he said. “It gives us a clearer, stronger and more recognisable identity, both at home and internationally, which is essential for increasing awareness of Irish boxing and the incredible talent within our community. Boxing builds people for life. The new identity says unequivocally that we are Boxing Ireland, and we’re proud of it.”
Crucially, the rebrand is also about creating opportunity. Stewart emphasised that a clearer identity and stronger brand platform are essential for attracting investment and partnerships that can be reinvested back into the sport.
“This is about building a brand that properly reflects the quality, professionalism and impact of Irish boxing,” he said. “Boxing Ireland provides a powerful commercial platform that will help us attract new partners alongside Nike and Sting, sponsors and investment, creating real opportunities to reinvest in our clubs, our competitions and, most importantly, our boxers.”
Stewart will be one of our keynote interviewees at next week’s Sport for Business Sporting Year Ahead, and features with Paddy Murphy of Branding Sport in today’s Sport for Business Podcast.
Clubs and Communities at the Core
For Boxing Ireland President Anto Donnelly, the rebrand is inseparable from the grassroots network that has sustained the sport for generations.
“Our grassroots clubs are the lifeblood of Irish boxing,” he said. “They are where young people find opportunity, discipline, confidence and belonging.”
Donnelly described the new identity as a platform that strengthens those foundations rather than replacing them. While the name and outward expression evolve, the core mission remains unchanged: to protect the sport’s heritage, empower its clubs, and create the best possible environment for every boxer, coach and volunteer in the country.
“Boxing Ireland gives us a stronger, clearer and more modern platform to support those clubs, to attract new members, volunteers and partners, and to ensure that investment reaches the places where it makes the greatest difference,” he added.
Built Through Collaboration
The journey to Boxing Ireland has been shaped by the boxing community itself. The IABA announced its rebranding partnership with Branding Sport in Q3 2025, with a process rooted in consultation and collaboration.
Throughout September, clubs, units and members were invited to share their views through surveys, workshops and one-to-one interviews. That input helped ensure the final identity genuinely reflected the diversity and values of the sport. The rebrand was formally presented to members by Branding Sport at the Club Forum on November 17th.
2025 World Bronze Medallist Grainne Walsh, who served on the rebrand steering committee, described the change as both respectful and forward-looking.
“Boxing Ireland is a new chapter for our sport,” she said. “It’s about a positive, visible identity which respects our incredible heritage and looks forward to the future. Boxers and boxing are Built Different. We’re a unique community and becoming Boxing Ireland honours that.”
A New Digital Front Door
A key pillar of the rebrand is the launch of a new digital home: BoxingIreland.ie. Designed as a central information hub, the site will serve clubs, members, partners and fans, while showcasing Irish boxing talent from grassroots to elite level.
For the first time, the website includes a Club Locator, making it easier for new members, families, sponsors and community partners to connect directly with local clubs. The platform is also designed to support commercial activations and storytelling, reflecting the growing importance of digital engagement in modern sports governance.
Safeguarding 115 Years of Heritage
While Boxing Ireland is firmly future-focused, safeguarding the sport’s rich history remains a priority. A series of heritage initiatives are already underway, ensuring that the past is preserved and celebrated.
The IABA crest will continue to feature on National Championship medals, maintaining a tangible link to tradition. Tens of thousands of hours of National Stadium footage are being digitised and published on YouTube, creating long-term cultural and commercial value. Historic governance records from 1934 to 1987 and National Championship results dating back to the 1950s are also being digitised for publication.
In parallel, early work has begun on a permanent heritage installation at the National Stadium, designed to create a visible celebration of Irish boxing’s identity and achievements.
Sport for Business Perspective
The move to Boxing Ireland is a textbook example of how a governing body can use brand clarity to unlock growth without losing authenticity. Irish boxing already has credibility, success and deep community roots. What this rebrand does is align those strengths under a single, coherent identity that speaks equally to athletes, fans, sponsors and partners.
In an increasingly competitive sports landscape, clarity of purpose matters. Boxing Ireland’s emphasis on community impact, elite performance and commercial professionalism positions it well to attract aligned partners. The investment in digital platforms, heritage assets and storytelling reflects a modern understanding of how value is created in sport today.
Most importantly, the rebrand recognises that commercial growth is not an end in itself.
By framing partnerships and sponsorship as a means to reinvest in clubs, competitions and people, Boxing Ireland reinforces the social contract at the heart of Irish sport. Built on 115 years of history, Boxing Ireland enters this new era not by changing what it is, but by expressing it more clearly than ever before.
Image Credit: Sport for Business
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